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Tea in Australia

Publisher Euromonitor International
Published Nov 26, 2025
Length 28 Pages
SKU # EP20639253

Description

Retail value sales of tea in Australia strengthened in 2025, supported by rising consumer interest in natural energy, functional wellness, and antioxidant-rich beverages. Much of the category’s momentum stemmed from the rapid rise of matcha, which moved firmly into the mainstream after going viral across social media platforms. The combination of its perceived health benefits, versatility in both hot and cold formats, and strong resonance with younger consumers reinvigorated engagement with the...

Euromonitor International's Tea in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, Other Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Tea market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

28 Pages
Tea in Australia
Euromonitor International
November 2025
List Of Contents And Tables
TEA IN AUSTRALIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growing wellness demand and matcha-led momentum reshape category performance
INDUSTRY PERFORMANCE
Tea sees moderate value growth as matcha drives renewed interest among younger consumers
Green tea emerges as the most dynamic category as matcha moves firmly into the mainstream
WHAT’S NEXT?
Tea expected to maintain steady value growth, driven by wellness-led innovation
Gifting culture becomes an increasingly important volume driver across premium tea
Functionality continues to shape innovation as tea broadens its role in daily wellness routines
COMPETITIVE LANDSCAPE
Twinings maintains leading position through broad portfolio, wellness focus, and strong brand equity
ITO EN emerges as the most dynamic company, supported by rising matcha demand and localised production
CHANNELS
Supermarkets remain the primary distribution channel as retailers expand wellness-focused assortments
E-commerce sees rapid growth as digital investment, convenience, and subscriptions expand reach
CATEGORY DATA
Table 1 Retail Sales of Tea by Category: Volume 2020-2025
Table 2 Retail Sales of Tea by Category: Value 2020-2025
Table 3 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 4 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 6 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 7 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 8 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
HOT DRINKS IN AUSTRALIA
EXECUTIVE SUMMARY
Hot drinks maintain steady value growth amid inflation easing and shifting consumer priorities
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Health, functionality and clean-label trends reshape product development
Ethical sourcing and sustainability strengthen brand positioning
Matcha shifts from niche trend to mainstream staple
WHAT’S NEXT?
Outlook shaped by stabilising prices, renewed confidence and evolving consumer priorities
Functional reformulation and wellness-led innovation to accelerate
Sustainability set to become a baseline expectation
COMPETITIVE LANDSCAPE
Nestlé maintains category leadership through breadth, innovation and domestic investment
Coffee stands as the most dynamic category, fuelled by both premium and affordable innovation
CHANNELS
Supermarkets remain the dominant channel supported by value seeking and private label expansion
E-commerce remains the fastest-growing channel through expanded fulfilment and digitally led retail execution
FOODSERVICE VS RETAIL SPLIT
MARKET DATA
Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 13 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 14 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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